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The pervasive integration of digital platforms has transformed how cultural products influence consumer preferences, with online discourse serving as a critical mediator. However, international scholarship lacks a precise, theory-driven model linking the quantitative metrics of this online buzz to subsequent behavioral intentions, particularly in non-Western entertainment contexts. This study addresses this gap by investigating how online buzz generated by the documentary Exploring the Unknown With Wang YIBO is associated with young Chinese viewers' preferences for related cultural products. Grounded in the Theory of Planned Behavior (TPB), the research employs a quantitative design integrating secondary social media data with a cross-sectional survey (N = 372). Structural equation modeling analysis indicates that the association between buzz metrics (discussion volume, sentiment polarity) and behavioral intention is consistent with full mediation by TPB constructs. Discussion volume was positively associated with subjective norm and perceived behavioral control, while sentiment polarity was most closely associated with attitude. The study provides actionable insights for global content creators and cultural policymakers, emphasizing the need to strategically nurture both the volume and sentiment of organic online discourse.
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Yuanmei Wang (2026) studied this question.
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